formerly of Exchange, now with the Panos Institute in London

March 2005

This 6-page paper, published as Exchange Findings No. 3, seeks to explore the ways that focusing on social context and culture can strengthen development communication issues. The paper suggests that it is possible to draw lessons from anthropological work on culture, health, and communication because this "can contribute to a fuller understanding of cultural practices in relation to development."

According to Vincent, "social and cultural change processes are complex, many-layered, and can not be reduced to the rational,

transparent intentions of individuals." While this is true, Vincent points out that there is an increased awareness among

practioners that culture needs to be taken into account in development work. HIV/AIDS communication approaches are one example that

show how social context and culture are being given more focus and can strengthen development communication programming.

The article refers to a research study entitled ‘Route-mapping culture and development’ which found 350 examples (from 5

development agencies) of cultural activities occurring in the context of development. Findings showed that there was "limited explicit policy on cultural issues," a "lack of consistency in implementing projects," and "little understanding of how cultural processes work." From this research, four levels of use of culture in development were identified that point to four main aspects of culture affecting development:

In this paper, there is reference to findings from the Rockefeller Foundation's Communication for Social Change programme. Their

research shows that "despite their wide differences, indigenous philosophies and belief systems always situate the individual

socially" - and this provides "a startlingly consistent counterpoint to the individualism of dominant Western theories." Vincent

states "targeting individuals is not enough, and it is increasingly recognised that a complex social challenge such as HIV/AIDS

needs a holistic response beyond conventional ‘behaviour change communication.’"

The article makes reference to the following "key points" in respect to engaging culture in development:

Vincent suggests that ways to consider cultural processes in relation to individuals should also include looking at the cultural

dynamics of institutions and polices which "hinder local initiative and prevent the expression of local needs, despite the

increasing rhetoric around willingness to address culture in development and communication." As things are now, Vincent believes

that "the way cultural processes work and affect communication and individual and social change are poorly understood."

Click here to access a related peer-reviewed summary on the Health e Communication website, and to participate in peer review.

Click here to access a Drum Beat commentary piece by Rob Vincent based on this paper .